Consumer interactions on social media with brands often shape customer narratives about companies. This study underscores the idea that consumers many times articulate their own identities through a brand narrative. When comparing social commerce brand narratives to customer narratives about those same brands, marketers should consider that time and again those narratives will align. That’s often because companies help shoppers define their personal identities through brand stories shared online, via social media, and through social commerce. The authors state that as consumers identify with a brand, they also develop trust and loyalty.
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